Broad Match Modifier-"Equivalent expressions"
The whole purpose of BMM is to serve MORE relevant ads based on the query-not to simply get around BMM to serve less relevant ads because BING doesn't like the results or thinks they are getting somehow more relevant ads because you get .3% more clicks. the latter is impossible to measure b/c there are too many variables in play.
example: query is "liquidation warehouse in phoenix arizona"; ad that gets served/attributed keyword=store liquidation expert/liquidation store.
can you see how ******** that is to serve the wrong ad?
if i dont catch that mistake(on your part) i have to police my ads daily, reallocate the click accordingly and add negative keywords to avoid the issue. this is more work for me and all for nothing.
i might as well just have broad match